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2.
Preamble
Social Media?
Brand Equity?
• ATL Communication Channel
Cluttered and Expensive cost.
• A New Marketing
Communication Platform
• It becomes today’s
communication trend platform.
• It’s one of important business
objectives.
• It gives an added value to the
product or service.

3.
Social Media
Social Media Social Media
Social Media
Brand Equity
“Does the platform benefits the
business?”
However, social media platform
remains doubtful to the management.
Preamble

4.
Preamble
The Brand was launched in March 5th 2010 with a contemporary essence. The brand announced its drive
to web communication strategy and its digital platform focus. The brand also utilize social media
platform to engage with its target consumer.

5.
Theoretical Framework
Brand
Equity
Social
Media
Social media is best understood as a
group of new kinds of online media,
which share most or all of the
following characteristics:
Participation; Opennes; Conversation;
Community; Connectedness.
(Mayfield, 2010) – combined with the
CMC characteristic by Wood and
Smith (2005).
A set of assets or liabilities, which is owned by
a certain brand or symbol, that could added or
diminished the value of a product or service
(Aaker, 1996)
Cyber
Agora
Cyber
Activity
Brand
Awareness
Brand
Perceived
Brand
Loyalty
Opennes
Attractiveness
Vividness
Participation
Conversation
Community
Connectedness
Top of Mind
Brand Recall
Brand Recognition
Unaware of Brand
Quality
Price
Services
Emotional Factor
Easiness
Reason to Buy
Positioning
Trust
Suitability
Satisfaction
Likes the Brand
Committed